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EducationContinued

Quick tips from a marketing maven Adapt accordingly
Does that offer generate a response? If so, be prepared to
Litter the path with act. If not, be prepared to act differently.

The point is you must be prepared to act accordingly at
action items each level of engagement – and to encourage prospects to
act. You must turn interest into action. Turn disinterest to
re-engagement.
By Nancy Drexler
Acquired Marketing Even prospects who have chosen competitors should
remain in your prospect pool. Check in on occasion to
find out if they are satisfied. Let them know about a new
oday, the buying process is a journey, and every product or service they would enjoy.
buyer takes his or her own unique route. Typically,
the journey starts with a need. Historically, the Successful sales today rely on being with prospects at
T role of advertising and marketing was to create every stage of their journey – and making it simple for
that need. We showed prospects not only why they need- them to act now.
ed our product or service, but also how their lives would
improve once they had it. Nancy Drexler is the President of Acquired Marketing, a boutique
marketing firm for businesses in the payments industry. To learn
Realize your buyers have changed more about what Acquired Marketing can do for you, visit www.
acquiredmarketing.com, call 917-743-5258 or email ndrexler@
Now, however, the need is just the beginning. Buyers who acquiredmarketing.com.
decide they want something don't simply walk into a store
and buy it. They research. They use the Internet to identify
likely solutions, as well as to research and compare
options. They use digital media to discuss relative merits
and disadvantages with other consumers. They narrow
down their choices. They look for confirmation.

From the first inklings of desire to the point of acquisition,
prospects take an information-gathering journey. Your
goal is to be with them at each of these steps in the buying
process. You must engage them, push them in your
direction, and make it simple for them to choose you and
act now.

Reach prospects at every point
in the journey

The most effective way for a small business to accomplish
this is to create a "communications library." This is a set
of communications that can automatically be sent to
prospects at each point in the buying process.

You may, for instance, create need with print ads or direct
response. You may create banner ads or blogs that attract
prospects in the early stages of interest. You may use pay-
per-click and search engine optimization to ensure that
you are recognized when a buyer begins to search for a
solution.

When someone responds to your banner ad or blog, this
is the first step of engagement. Make sure you have email
templates and sales materials designed to capitalize on
this interest. Offer something special and make it easy for
prospects to "act now."

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